1         2      3        4               MEASURING SOCIAL MEDIA SUCCESS               CENTRAL VIRGINIA AMA l APRIL 14 201...
2PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
MY STORYWhy am I here                                                                      2                PROPRIETARY & ...
3PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
QUESTIONI just want to know                                                                       3                 PROPRI...
4PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
PAIN           SOLUTIONCustomer Pains           Clear Goals                                                               ...
1                                                          5    PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
1        LISTENConversational Analysis                                                                        5           ...
6PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
MEASURE                GOALS                           OUTPUTS LISTENING                                                  ...
MEASURE                GOALS                           OUTPUTS LISTENING                                                  ...
1   Goal          Metric                     Why                                          HowUnderstand    Demographics   ...
Social Listening Metrics: Audience                                                         1 LISTEN   Goal          Metric...
9PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
BUYER PERSONASUnderstand your Audience                                                                         9          ...
Media Type determines                        Influencers   Engagement       Strategy                                       ...
Campaign Keyword   Sentiments   Influencers                                                               Drill down by Med...
2                                                          12    PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
2         EVALUATELight at the end of the tunnel                                                                          ...
MEASURE                    GOALS                           OUTPUTS   APPEND                                               ...
MEASURE                    GOALS                            OUTPUTS   APPEND                                              ...
2   Goal          Metric                   Why                                            HowDetermine                    ...
Social Evaluation Metrics                                                        2 EVALUATE   Goal          Metric        ...
2                                                Influencer Rank & Reach Analysis                                         ...
2                                                Influencer Rank & Reach AnalysisEVALUATE                                 ...
Frequency determines                                                Communities your                                      ...
No longer guess where                               your new Social                            Connections live on and    ...
3                                                          18    PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
3          ENGAGEIt’s still about Marketing    (No matter what the CFO says)                                              ...
19PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
ROI      MARKETING                                                            19      PROPRIETARY & CONFIDENTIAL | 757.301...
MEASURE                     GOALS                              OUTPUTS    AUDIT                                           ...
MEASURE                     GOALS                              OUTPUTS    AUDIT                                           ...
3  Goal         Metric                    Why                                            How                              ...
Social In uence Metrics                                                               3 ENGAGE   Goal         Metric      ...
3                             Look to Page View times,                                                                    ...
3                                Look to Page View times,                                                                 ...
Engagement & Content Analysis Post Level                                                                             3   A...
Engagement & Content Analysis Post Level                                                                             3   A...
social media value chain                                   e                                alu                           ...
25PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
IF                 you can’t track itWHAT WE                YOU  KNOW           can’t measure it {Measurement}            ...
4                                                          26    PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
4      MEASUREMENTwhat we’ve been waiting for                                                                          26 ...
27PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
IT’S NOT         IT’S ALLABOUT MARKETING   ABOUT REVENUE                                                                  ...
MEASURE                     GOALS                              OUTPUTS   SETUP                                            ...
MEASURE                     GOALS                              OUTPUTS   SETUP                                            ...
4   Goal           Metric                    Why                                            How   Drive               % of...
Social Viral Metrics                                                4 MEASUREMENT   Goal           Metric                 ...
Month over Month                                                                                    Look to get this Conte...
Month over Month                                                                                    Look to get this Conte...
Correlation of Sales To Mentions           30.000%                                                                        ...
1                  2                                                          32    PROPRIETARY & CONFIDENTIAL | 757.301.1...
WHAT WE LEARNED        1                             2   LISTEN                EVALUATE  Brand Mentions            Brand D...
3                  4                                                          33    PROPRIETARY & CONFIDENTIAL | 757.301.1...
WHAT WE LEARNED       3                              4 ENGAGE                 MONETIZE Value Work ow        Database Enhan...
34PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
SIMPLE       NO BUDGET       NO BONUS       AND        YOU MAY        GET A        BLACK EYE                              ...
35PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
QUESTIONI just need to know                                                                       35                 PROPR...
• Twitter• Facebook• LinkedIn• Email• Tungle Me• 757.301.1814                                                             ...
• Twitter                 • Facebook                 • LinkedInTHANK YOU     {Honored}   • Email                 • Tungle ...
CONFIDENTIAL • APRIL 2010
Upcoming SlideShare
Loading in …5
×

Ama 4.2010 measuring social media success final

567 views
538 views

Published on

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
567
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • \n
  • My Story: 2 minutes\n• 1 Tweet \n• How can 1 tweet, outreach, link, comment or other means cause a action to be taken? Simple, by building trust with Influencer, sharing or asking their opinions.\n• I reached out to Jason online via Twitter as my research had shown (pretty easy research actually :) that he was a major Influencer in Social\n• Shortly after the initial outreach Jason and I spoke on the phone exchanging backgrounds, and where we may work together\n• That is why I am standing in from of you today, 1 tweet to an Influencer, a relationship process of engagement and exchanged value on both sides and trust being built.\n• This is what Social is all about-I will share a story of how this has helped Disney\n
  • My Story: 2 minutes\n• 1 Tweet \n• How can 1 tweet, outreach, link, comment or other means cause a action to be taken? Simple, by building trust with Influencer, sharing or asking their opinions.\n• I reached out to Jason online via Twitter as my research had shown (pretty easy research actually :) that he was a major Influencer in Social\n• Shortly after the initial outreach Jason and I spoke on the phone exchanging backgrounds, and where we may work together\n• That is why I am standing in from of you today, 1 tweet to an Influencer, a relationship process of engagement and exchanged value on both sides and trust being built.\n• This is what Social is all about-I will share a story of how this has helped Disney\n
  • My Story: 2 minutes\n• 1 Tweet \n• How can 1 tweet, outreach, link, comment or other means cause a action to be taken? Simple, by building trust with Influencer, sharing or asking their opinions.\n• I reached out to Jason online via Twitter as my research had shown (pretty easy research actually :) that he was a major Influencer in Social\n• Shortly after the initial outreach Jason and I spoke on the phone exchanging backgrounds, and where we may work together\n• That is why I am standing in from of you today, 1 tweet to an Influencer, a relationship process of engagement and exchanged value on both sides and trust being built.\n• This is what Social is all about-I will share a story of how this has helped Disney\n
  • My Questions: 1 minute\n• Show of hand, how many in the audience are using Social today?\n• Show of hands, how many are in more than 2 or 3 channels\n• Show of hands, how many are measuring their social efforts?\n• Show of hands, how many believe you can actually prove out ROI using Social?\n\n\n
  • My Questions: 1 minute\n• Show of hand, how many in the audience are using Social today?\n• Show of hands, how many are in more than 2 or 3 channels\n• Show of hands, how many are measuring their social efforts?\n• Show of hands, how many believe you can actually prove out ROI using Social?\n\n\n
  • My Questions: 1 minute\n• Show of hand, how many in the audience are using Social today?\n• Show of hands, how many are in more than 2 or 3 channels\n• Show of hands, how many are measuring their social efforts?\n• Show of hands, how many believe you can actually prove out ROI using Social?\n\n\n
  • Time: 30 secs\nPAIN: Finding easier ways to prove Social as a viable channel\nPAIN: Customer buying habits have changed, has Brand kept up?\nSOLUTION: Set Goals based on Research and Measurement\nSOLUTION: Prove ROI based on sound metric alignment with goals\n
  • Time: 30 secs\nPAIN: Finding easier ways to prove Social as a viable channel\nPAIN: Customer buying habits have changed, has Brand kept up?\nSOLUTION: Set Goals based on Research and Measurement\nSOLUTION: Prove ROI based on sound metric alignment with goals\n
  • Time: 30 secs\nPAIN: Finding easier ways to prove Social as a viable channel\nPAIN: Customer buying habits have changed, has Brand kept up?\nSOLUTION: Set Goals based on Research and Measurement\nSOLUTION: Prove ROI based on sound metric alignment with goals\n
  • Time: 30 secs\nPAIN: Finding easier ways to prove Social as a viable channel\nPAIN: Customer buying habits have changed, has Brand kept up?\nSOLUTION: Set Goals based on Research and Measurement\nSOLUTION: Prove ROI based on sound metric alignment with goals\n
  • Time: 30 secs\nPAIN: Finding easier ways to prove Social as a viable channel\nPAIN: Customer buying habits have changed, has Brand kept up?\nSOLUTION: Set Goals based on Research and Measurement\nSOLUTION: Prove ROI based on sound metric alignment with goals\n
  • Time: 30 secs\nPAIN: Finding easier ways to prove Social as a viable channel\nPAIN: Customer buying habits have changed, has Brand kept up?\nSOLUTION: Set Goals based on Research and Measurement\nSOLUTION: Prove ROI based on sound metric alignment with goals\n
  • Time: 30 secs\nConversational Analysis:\nOpening: The point of performing the analysis is to come up with ways that you can listen to what is being said around Brand Keywords, Brand DNA, and Competitors. Listening tools by themselves will not be able to replace smart people. You will need to apply Topic Identification, sentiment, influence coding and market segmentation.\n\n
  • Time: 30 secs\nConversational Analysis:\nOpening: The point of performing the analysis is to come up with ways that you can listen to what is being said around Brand Keywords, Brand DNA, and Competitors. Listening tools by themselves will not be able to replace smart people. You will need to apply Topic Identification, sentiment, influence coding and market segmentation.\n\n
  • Time: 30 secs\nConversational Analysis:\nOpening: The point of performing the analysis is to come up with ways that you can listen to what is being said around Brand Keywords, Brand DNA, and Competitors. Listening tools by themselves will not be able to replace smart people. You will need to apply Topic Identification, sentiment, influence coding and market segmentation.\n\n
  • Time: 30 secs\nIs this what you see when looking at measuring social media?\nIt’s not only about:\n• Measuring ONLY quantities like followers, fans, mentions.\n• It’s not about how many people talk about your brand.\n• Its about Revenue, Leads, Demand Generation\n\n
  • Time: 2 minutes\nSense: \nOpening and understanding of key areas you should focus on are Listening first to understand how these conversations may help set your goals. Proving the “Why” you should be in Social is important, as is other market channel determination methods. Social takes work, dedication to the channel and resources to make it work long term. \n\nKeywords: Blend Search, Brand DNA and Conversational (Cloud) keywords to determine master set for effective messaging, what is being said about your competitors, looking for keywords that are shared among both Brand and Competition\n\nCommunity: Identifying the places where your audience lives online is key to understanding where you should be be spending time. Pay close attention to \n\nCompetition: Determine Media Channels where your competitors are being discussed, the Influencers that are discussing them, and the keywords around\n\n
  • Time: 2-3 mins\n
  • Time: 2-3 mins\n
  • My Questions: 1 minute\n• Show of hand, how many in the audience are using Social today?\n• Show of hands, how many are in more than 2 or 3 channels\n• Show of hands, how many are measuring their social efforts?\n• Show of hands, how many believe you can actually prove out ROI using Social?\n\n\n
  • My Questions: 1 minute\n• Show of hand, how many in the audience are using Social today?\n• Show of hands, how many are in more than 2 or 3 channels\n• Show of hands, how many are measuring their social efforts?\n• Show of hands, how many believe you can actually prove out ROI using Social?\n\n\n
  • My Questions: 1 minute\n• Show of hand, how many in the audience are using Social today?\n• Show of hands, how many are in more than 2 or 3 channels\n• Show of hands, how many are measuring their social efforts?\n• Show of hands, how many believe you can actually prove out ROI using Social?\n\n\n
  • Time 1 minute\nOpening:\nComparison of Coke and Pepsi, filtered by Media Type, allows us to view what conversations are online for both brands. This view also shows you where their conversations are happening online, both brand generated and user generated buzz. Drilling down at each channel reveals many key insights into the conversational analysis.\n\nMedia Types:\n• Shows where buzz is happening in each channel and reveals possible strategies by the brand\n• Drilling into Micromedia, sorting by Twitter Followers, reveals where Influencers are when coupled with WeFollow Data\n• \n
  • Time: 1 Minute\n
  • Time: 1 Minute\n
  • Time: 1 Minute\n
  • Time: 1 Minute\n
  • Time 2 minutes\n
  • Time: 2-3 mins\n
  • Time: 2-3 mins\n
  • Time 2-4 minutes\nEvaluating the Influencers will help determine possible reach, Communities, and Search Engine options for Ranking\n• Disney Story from David Meerman Scott on how they reached 7 Influencers\n• Cindy is the VP of Marketing at Universal Orlando Resorts Theme Park and had an unlimited budget\n• With an unlimited budget she could have advertised anywhere but decided to tell just 7 people\n• She told the 7 most popular bloggers about Harry Potter through a secret midnight webcast\n• They saw the award winning set designer for Harry Potter talking all about the Theme park\n• What happened next was the really cool part\n• Those 7 bloggers blogged about it\n• Their readers tweeted and blogged about it and sent emails to their friends\n• Mainstream media picked up on it after reading the 7 Top Bloggers \n• Within 24 hours after she told 7 people that 350 million people had heard about the new theme park\n• Cindy thought she was going to get fired for doing this - she earned the attention and media\n\n\n
  • Time: 1-2 minutes\nLook to see what differences you have in market research verses social graphs after data appending\n• Notice gender differences between market data and conversational data\n\n\n
  • Time 2 minutes\n• Think of how to reach out in new ways\n• Fast access to your customers\n• Easier than building a network by just keywords alone\n• Provides direction to your Brand\n
  • Story:\n• \n
  • Story:\n• \n
  • Story:\n• \n
  • Time 1 minute\nThe Ongoing battle between Sales & Marketing will continue\n• This myth could be busted, as we see the ability for Marketers to bridge the Gap of “We don’t get qualified leads” from Marketing\n• With Measurement and SocialCRM you can track, prove and impact Revenue which bridges this gap\n• Word of Mouse is power\n\n
  • Time 1 minute\nThe Ongoing battle between Sales & Marketing will continue\n• This myth could be busted, as we see the ability for Marketers to bridge the Gap of “We don’t get qualified leads” from Marketing\n• With Measurement and SocialCRM you can track, prove and impact Revenue which bridges this gap\n• Word of Mouse is power\n\n
  • Time 1 minute\nThe Ongoing battle between Sales & Marketing will continue\n• This myth could be busted, as we see the ability for Marketers to bridge the Gap of “We don’t get qualified leads” from Marketing\n• With Measurement and SocialCRM you can track, prove and impact Revenue which bridges this gap\n• Word of Mouse is power\n\n
  • Time 2 minutes\n
  • Time: 2-3 mins\n
  • Time: 2-3 mins\n
  • Time 2-3 minutes\n
  • Time 2-3 minutes\n
  • \n
  • What We Know:\n• If current programs are failing, not being measured, don’t expect Social to be the silver bullet\n• Social takes patience and a mix of things to come up with a recipe that supports current programs\n
  • What We Know:\n• If current programs are failing, not being measured, don’t expect Social to be the silver bullet\n• Social takes patience and a mix of things to come up with a recipe that supports current programs\n
  • What We Know:\n• If current programs are failing, not being measured, don’t expect Social to be the silver bullet\n• Social takes patience and a mix of things to come up with a recipe that supports current programs\n
  • What We Know:\n• If current programs are failing, not being measured, don’t expect Social to be the silver bullet\n• Social takes patience and a mix of things to come up with a recipe that supports current programs\n
  • What We Know:\n• If current programs are failing, not being measured, don’t expect Social to be the silver bullet\n• Social takes patience and a mix of things to come up with a recipe that supports current programs\n
  • What We Know:\n• If current programs are failing, not being measured, don’t expect Social to be the silver bullet\n• Social takes patience and a mix of things to come up with a recipe that supports current programs\n
  • What We Know:\n• If current programs are failing, not being measured, don’t expect Social to be the silver bullet\n• Social takes patience and a mix of things to come up with a recipe that supports current programs\n
  • \n
  • \n
  • \n
  • • This is what C Levels will ask you\n
  • • This is what C Levels will ask you\n
  • • This is what C Levels will ask you\n
  • • This is what C Levels will ask you\n
  • Time 2-3 minutes\n
  • Time: 3-4 mins\n
  • Time: 3-4 mins\n
  • Time 2 minutes\n
  • Time 1-2 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • Time 1 minutes\n
  • \nFunny but true\n• Marketers are under heavy pressure to perform, Social adds to the unknowns\n• Look to measure early\n• Listen first, Learn, develop plans and a strategy ahead of jumping in\n
  • \nFunny but true\n• Marketers are under heavy pressure to perform, Social adds to the unknowns\n• Look to measure early\n• Listen first, Learn, develop plans and a strategy ahead of jumping in\n
  • \nFunny but true\n• Marketers are under heavy pressure to perform, Social adds to the unknowns\n• Look to measure early\n• Listen first, Learn, develop plans and a strategy ahead of jumping in\n
  • \nFunny but true\n• Marketers are under heavy pressure to perform, Social adds to the unknowns\n• Look to measure early\n• Listen first, Learn, develop plans and a strategy ahead of jumping in\n
  • My Questions: 1 minute\n• Show of hand, how many in the audience see how they can use Social to leverage the channel?\n• Show of hands, how many see the need to be in more than 2 or 3 channels\n• Show of hands, how many see now that they can measure their social efforts?\n• Show of hands, how many believe you can actually prove out ROI using Social?\n\n\n
  • My Questions: 1 minute\n• Show of hand, how many in the audience see how they can use Social to leverage the channel?\n• Show of hands, how many see the need to be in more than 2 or 3 channels\n• Show of hands, how many see now that they can measure their social efforts?\n• Show of hands, how many believe you can actually prove out ROI using Social?\n\n\n
  • My Questions: 1 minute\n• Show of hand, how many in the audience see how they can use Social to leverage the channel?\n• Show of hands, how many see the need to be in more than 2 or 3 channels\n• Show of hands, how many see now that they can measure their social efforts?\n• Show of hands, how many believe you can actually prove out ROI using Social?\n\n\n
  • \n
  • \n
  • \n
  • \n
  • Ama 4.2010 measuring social media success final

    1. 1. 1 2 3 4 MEASURING SOCIAL MEDIA SUCCESS CENTRAL VIRGINIA AMA l APRIL 14 2010CONFIDENTIAL • APRIL 2010
    2. 2. 2PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    3. 3. MY STORYWhy am I here 2 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    4. 4. 3PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    5. 5. QUESTIONI just want to know 3 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    6. 6. 4PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    7. 7. PAIN SOLUTIONCustomer Pains Clear Goals 4 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    8. 8. 1 5 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    9. 9. 1 LISTENConversational Analysis 5 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    10. 10. 6PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    11. 11. MEASURE GOALS OUTPUTS LISTENING LEARNINGS Frequencies Prove out Reach Keywords Sentiment Influencers “WHY” SOVCommunity your Brand Influencers Voice should use CompetitionCompetition Topics Strategy in Social as a Channels NewInfluencers Channel Channels Segments KeywordMedia Types Conversations Alignments Gaps in Search Gaps in Messaging 1 7 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    12. 12. MEASURE GOALS OUTPUTS LISTENING LEARNINGS Frequencies Prove out Reach Keywords Sentiment Influencers “WHY” SOVCommunity your Brand Influencers Voice should use CompetitionCompetition Topics Strategy in Social as a Channels NewInfluencers Channel Channels Segments KeywordMedia Types Conversations Alignments Gaps in Search Gaps in Messaging 1 LISTEN 7 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    13. 13. 1 Goal Metric Why HowUnderstand Demographics Determines online and offline Social of audience alignment Append Social Profiles using API Profile of reached via Segments Media Types Append Social Profiles using ToolsHouse File Social Media Identifies Channel Opportunities Google Increase Analytics Cost Reductions on Social Effort Measure in SWIXSocial Buzz Referring Site % vs. PPC and CPM current costs Measure in Unilyserin Networks ShiftsGrowth Rate Increase/Shift Shift in Audience Market Measure in SWIX of Fans & in Base over Preferable Communities Measure in Unilyser Followers time Shift in Demographics 8 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    14. 14. Social Listening Metrics: Audience 1 LISTEN Goal Metric Why HowUnderstand Demographics Determines online and offline Social of audience alignment Append Social Profiles using API Profile of reached via Segments Media Types Append Social Profiles using ToolsHouse File Social Media Identifies Channel Opportunities Google Increase Analytics Cost Reductions on Social Effort Measure in SWIXSocial Buzz Referring Site % vs. PPC and CPM current costs Measure in Unilyserin Networks ShiftsGrowth Rate Increase/Shift Shift in Audience Market Measure in SWIX of Fans & in Base over Preferable Communities Measure in Unilyser Followers time Shift in Demographics 8 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    15. 15. 9PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    16. 16. BUYER PERSONASUnderstand your Audience 9 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    17. 17. Media Type determines Influencers Engagement Strategy Drill down by Media Types to determine Influencers, Keywords, Communities customers are in 10 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    18. 18. Campaign Keyword Sentiments Influencers Drill down by Media Types to determine Influencers, Keywords, Voice Validate SEO 11 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    19. 19. 2 12 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    20. 20. 2 EVALUATELight at the end of the tunnel 12 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    21. 21. MEASURE GOALS OUTPUTS APPEND LEARNINGS Gaps Prove out Media Channel In House Trends Strategy Frequencies variances and Database to enhance Voice Frequencies Messaging &Social Profiles Database to Content using API or Demographics Strategy Keyword reflect online Alignments Service activity in Research of Alignment of Social Usage among SEO Organic Gaps in Search online Outposts efforts by Communities audience Community target 2 13 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    22. 22. MEASURE GOALS OUTPUTS APPEND LEARNINGS Gaps Prove out Media Channel In House Trends Strategy Frequencies variances and Database to enhance Voice Frequencies Messaging &Social Profiles Database to Content using API or Demographics Strategy Keyword reflect online Alignments Service activity in Research of Alignment of Social Usage among SEO Organic Gaps in Search online Outposts efforts by Communities audience Community target 2 EVALUATE 13 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    23. 23. 2 Goal Metric Why HowDetermine Profile Setup Frequency of Social Crowdsource by network Keyword alignment across Media Keywords & OnCurrency of Increase eyeballs Types Topic Posts Networks Competitive search Determine % Buzz of each Increase SOV Online Drill down by Media Type Competitor by Shift SOVStrategy of Drill into Cloud Conversations Media Type Monitor Competitor StrategyCompetitorsGrowth Rate Increase/Shift Shift in Audience Market Measure in SWIX of Fans & in Base over Preferable Communities Measure in Unilyser Followers time Shift in Demographics 14 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    24. 24. Social Evaluation Metrics 2 EVALUATE Goal Metric Why HowDetermine Profile Setup Frequency of Social Crowdsource by network Keyword alignment across Media Keywords & OnCurrency of Increase eyeballs Types Topic Posts Networks Competitive search Determine % Buzz of each Increase SOV Online Drill down by Media Type Competitor by Shift SOVStrategy of Drill into Cloud Conversations Media Type Monitor Competitor StrategyCompetitorsGrowth Rate Increase/Shift Shift in Audience Market Measure in SWIX of Fans & in Base over Preferable Communities Measure in Unilyser Followers time Shift in Demographics 14 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    25. 25. 2 Influencer Rank & Reach Analysis Build relationships with Influencers that haveReach of Message of Influencer high reach & trust High 40,000 High Trust, Lower Reach 30,000 equals targeted audience 20,000 Low Trust, Low Reach equals no effort of these types of Influencers 10,000 Low 0 0 1.75 3.50 5.25 7.00 Low High Trust and Authority Ranking 15 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    26. 26. 2 Influencer Rank & Reach AnalysisEVALUATE Build relationships with Influencers that have Reach of Message of Influencer high reach & trust High 40,000 High Trust, Lower Reach 30,000 equals targeted audience 20,000 Low Trust, Low Reach equals no effort of these types of Influencers 10,000 Low 0 0 1.75 3.50 5.25 7.00 Low High Trust and Authority Ranking 15 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    27. 27. Frequency determines Communities your customers live in Messaging offline may differ to online - are there any differencesAlign messaging on and offline to match demographics 16 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    28. 28. No longer guess where your new Social Connections live on and offline Social Profiles reveal new addresses onlineLight Influence stats, but when analyzed, will prove velocity of list 17 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    29. 29. 3 18 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    30. 30. 3 ENGAGEIt’s still about Marketing (No matter what the CFO says) 18 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    31. 31. 19PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    32. 32. ROI MARKETING 19 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    33. 33. MEASURE GOALS OUTPUTS AUDIT LEARNINGS Engagement Test Messaging EngagementMessaging and Content effects Analysis Frequencies and ContentContent Audit Strategy Voice Message Web Analysis to validate effects match with Message Keyword Build Voice of Time of Day Alignments online Social Velocity Brand Analysis Profiles Community Sales Cycle Workflow Determine high Offers engagement channels 3 20 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    34. 34. MEASURE GOALS OUTPUTS AUDIT LEARNINGS Engagement Test Messaging EngagementMessaging and Content effects Analysis Frequencies and ContentContent Audit Strategy Voice Message Web Analysis to validate effects match with Message Keyword Build Voice of Time of Day Alignments online Social Velocity Brand Analysis Profiles Community Sales Cycle Workflow Determine high Offers engagement channels 3 ENGAGE 20 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    35. 35. 3 Goal Metric Why How Twitter MentionsIncrease Google Onsite Contact Search Influencers have high Trust & Analytics by CommentsTraffic on Authority Rankings Referral Link Links back to site website Notify Influencer of Actions % of SocialIncrease Persona Increased Share of Wallet SOV Shift in keywords by userShare of increases in Cost Reductions measured by Influence Voice Networks Frequency of Research allows Brands to hone Evaluate Viral Cross Matrix Testing in on key messaging Brand Frequency of Messages with links/no-links responsiveness by Influencers toMessaging Social Offer variations test across Community Interactions 21 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    36. 36. Social In uence Metrics 3 ENGAGE Goal Metric Why How Twitter Mentions Increase Google Onsite Contact Search Influencers have high Trust & Analytics by Comments Traffic on Authority Rankings Referral Link Links back to site website Notify Influencer of Actions % of Social Increase Persona Increased Share of Wallet SOV Shift in keywords by user Share of increases in Cost Reductions measured by Influence Voice Networks Frequency of Research allows Brands to hone Evaluate Viral Cross Matrix Testing in on key messaging Brand Frequency of Messages with links/no-links responsiveness by Influencers toMessaging Social Offer variations test across Community Interactions 21 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    37. 37. 3 Look to Page View times, Determine if Engagement based on Content Value correlates to Conversions for clues Analyze Content, Was there a problem with Messaging for perceived content, UI at website? value-adjust as needed Engagement & Content Analysis 22 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    38. 38. 3 Look to Page View times, Determine if Engagement based on Content ValueENGAGE for clues correlates to Conversions Analyze Content, Was there a problem with Messaging for perceived content, UI at website? value-adjust as needed Engagement & Content Analysis 22 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    39. 39. Engagement & Content Analysis Post Level 3 Analyze Content,Messaging for perceivedvalue-adjust as needed Look to your Downloads & Captures if Content based messaging Low Page views indicateLook to Page View times, issues with target based on Content Value audience for clues 23 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    40. 40. Engagement & Content Analysis Post Level 3 Analyze Content, ENGAGEMessaging for perceivedvalue-adjust as needed Look to your Downloads & Captures if Content based messaging Low Page views indicateLook to Page View times, issues with target based on Content Value audience for clues 23 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    41. 41. social media value chain e alu hV Conversion of Social Hig Sales Campaigns are realized when User Experience is high Loyalists elu Va Engagement m Brand obtains their diu “Voice” among Audience Me Content and content is accepted User Social Pro les e alu wV Community Pro les Research begins the Lo foundation of Why you should be in Social Brand Monitoring 24 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    42. 42. 25PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    43. 43. IF you can’t track itWHAT WE YOU KNOW can’t measure it {Measurement} HOW will you prove it 25 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    44. 44. 4 26 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    45. 45. 4 MEASUREMENTwhat we’ve been waiting for 26 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    46. 46. 27PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    47. 47. IT’S NOT IT’S ALLABOUT MARKETING ABOUT REVENUE 27 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    48. 48. MEASURE GOALS OUTPUTS SETUP LEARNINGS Engagement Test Messaging Engagement Dashboard Content effects Analysis Frequencies and Content Strategy Message Web Analysis VoiceAlign internal effects reporting Message Keyword Build Voice of Time of Day Alignments structure Velocity Brand Analysis Community Sales Cycle Workflow Determine high Offers engagement channels 4 28 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    49. 49. MEASURE GOALS OUTPUTS SETUP LEARNINGS Engagement Test Messaging Engagement Dashboard Content effects Analysis Frequencies and Content Strategy Message Web Analysis VoiceAlign internal effects reporting Message Keyword Build Voice of Time of Day Alignments structure Velocity Brand Analysis Community Sales Cycle Workflow Determine high Offers engagement channels 4 MEASUREMENT 28 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    50. 50. 4 Goal Metric Why How Drive % of Channel Look for Influencers YouTube InsightsAwareness Subscribers Validates message content Measure in SWIXusing VideoRoad Block # of Embeds Offset Competitor position YouTube InsightsCompetition # of Views Share of Voice Measure in SWIX Reduce Influencer Outreach drives views Rate of Virality/ YouTube InsightsMarketing Viral content reduces Paid pass-along Measure in SWIX costs Search 29 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    51. 51. Social Viral Metrics 4 MEASUREMENT Goal Metric Why How Drive % of Channel Look for Influencers YouTube InsightsAwareness Subscribers Validates message content Measure in SWIXusing VideoRoad Block # of Embeds Offset Competitor position YouTube InsightsCompetition # of Views Share of Voice Measure in SWIX Reduce Influencer Outreach drives views Rate of Virality/ YouTube Insights Marketing Viral content reduces Paid pass-along Measure in SWIX costs Search 29 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    52. 52. Month over Month Look to get this ContentAnalysis & Tracking of that’s has perceived Downloads value to go viral Bit.ly Content Analysis 1000 # of Downloads 750 Look to adjust 500 messaging here, keywords, refinement 250 Value of Content, effort or value, determined by Brand 0 0 1.25 2.50 3.75 5.00 4 Content Value Low to High 30 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    53. 53. Month over Month Look to get this ContentAnalysis & Tracking of that’s has perceived Downloads value to go viral Bit.ly Content Analysis 1000 # of Downloads 750 Look to adjust 500 messaging here, keywords, refinement 250 Value of Content, effort or value, determined by Brand 0 0 1.25 2.50 3.75 5.00 4 Content Value Low to HighMEASUREMENT 30 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    54. 54. Correlation of Sales To Mentions 30.000% 30% Trend indicates a correlation 22.500% 23%Mentions % ChangeSales % Change Refine message, content 15.000% 15% and offer to test audience 7.500% 8% 0% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Category Title 31 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    55. 55. 1 2 32 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    56. 56. WHAT WE LEARNED 1 2 LISTEN EVALUATE Brand Mentions Brand DatabaseCompetition Mentions AnalyticsCompetitive Keywords Social Pro les In uencers Personas Communities Assets 32 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    57. 57. 3 4 33 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    58. 58. WHAT WE LEARNED 3 4 ENGAGE MONETIZE Value Work ow Database Enhancements Buyer Cycles Insights & ImplicationsMessaging Metrics User Experience Metrics Viral Sharing Revenue Stickiness Cost Saving Models 33 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    59. 59. 34PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    60. 60. SIMPLE NO BUDGET NO BONUS AND YOU MAY GET A BLACK EYE 34PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    61. 61. 35PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    62. 62. QUESTIONI just need to know 35 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    63. 63. • Twitter• Facebook• LinkedIn• Email• Tungle Me• 757.301.1814 36 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    64. 64. • Twitter • Facebook • LinkedInTHANK YOU {Honored} • Email • Tungle Me • 757.301.1814 36 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    65. 65. CONFIDENTIAL • APRIL 2010

    ×